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Two powerful print ad buyers are making a new demand on already suffering newspaper publishers: make circulation guarantees if you want our business.
The buyers, Robin Steinberg (pictured), svp, director of print investment and activation, MediaVest; and Brenda White, senior vp, publishing activation director, Starcom USA, are already well-known for demanding more circ accountability from magazines. Together they control about $2 billion in annual print spending, and with this move, they hope to bring consistency to compensating advertisers when circ falls short.
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